Reading Redevelopment Authority analyzing how to market Dana South industrial park site

CITY REDEVELOPMENT

Authority exploring marketing strategies

The Reading Redevelopment Authority has begun analyzing how best to market its newly acquired 50-acre Dana South industrial park site in northwest Reading.

"We need to come up with an effective marketing strategy as soon as possible," board member Daniel F. Luckey said at the authority's meeting Wednesday.

The authority bought the property near the Schuylkill Avenue Bridge at a sheriff's sale in November for $1.56 million. According to Executive Director Adam Mukerji, the site needs some upgrades, cleanup and road improvements before being offered to potential developers and investors.

But the site has outstanding incentives for potential developers, he said, such as tax-exempt bond financing available and the designation as a Keystone Opportunity Zone that would eliminate most state and local taxes through 2020.

"Also, it's close to major highways and less than three hours from New York City, Baltimore, Philadelphia and Washington, D.C.," he added.

Brian Kelly, executive director of the recently formed Community Development Corporation, initiated discussion on starting out with a brochure similar to one that was used effectively to attract Fortune 500 corporations to the Berks Park 78 warehouse/distribution complex in Bethel Township.

Kelly, who is spearheading the effort to revitalize areas of the city for job creation, said Mayor Vaughn D. Spencer and Jon Scott, president and CEO of the Greater Reading Economic Partnership, have offered to help fund part of the costs of publication.

However, authority member Christopher W. Heinly said printed materials would be less powerful than a digital media marketing campaign.

Authority Chairman Tod Auman and member Jim Radwanski agreed, saying a marketing effort that combines print and digital media is likely to be most effective.

The board agreed to invite Scott to share his ideas on how best to market the industrial park.